Case Master Development Camp Held

December 6-7, 2016. Shanghai – Faculty from more than 50 business schools around the world attended the CEIBS Case Master Development Camp at the Shanghai Campus. The Camp is organized by the CEIBS Case Center in association with ChinaCases.org and the Shanghai MBA Case Development and Sharing Platform. This two-day December event was conducted in English, and follows a Chinese-language version that was held in November.

The Camp, which was formerly known as the Case Method Workshop, featured four CEIBS faculty who used case studies to explore entrepreneurship, marketing, human resources, organizational behavior and corporate strategies. In his Opening Address, CEIBS Vice President and Dean Professor Ding Yuan explained that the aim of the Camp is to elevate the level of business education in China through use of the Case Method, and to raise the quantity and quality of China-focused cases that are being developed. He noted that while Chinese B-Schools are naturally interested in teaching China-focused cases, overseas B-Schools are showing an increasing interest in them as well.

With demand for English-language courses on the rise in Chinese B-Schools, the English language version of the Camp was conducted solely in English with no translation provided. Camp participants were able to experience first-hand the case teaching and case learning process, and get a deeper understanding of the principles of the case teaching method. The faculty and cases they taught during the Camp were:

Professor of Entrepreneurship S. Ramakrishna Velamuri taught a case on the challenges faced by Naturhouse as it expanded;

Assistant Professor of Marketing Hyun Young Park taught a case on SONY AIBO’s marketing strategy when expanding into new markets;

Associate Professor of Management Daniel Han Ming Chng taught a case on the Chinese sportswear brand Li Ning, which was a Nominated Case Award winner in the 2016 Global Contest for Best China-Focused Cases.

In addition to their teaching, the CEIBS faculty members also shared some of their experiences in case teaching in a discussion with participants. Director of the CEIBS Case Development Center Prof. Liang Neng, who is also President of the International Association of Chinese Management Research (IACMR) gave the Closing Address. He encouraged participants to use what they learned in the Camp in their case teaching efforts.

The participants appreciated the rigorous, and content-rich workshop, as well as the international aspects of the teaching. Many noted they were inspired to incorporate what they learned into developing their own style for case teaching.

The Case Master Development Camp was offered free of charge, with participants chosen through a rigorous application process. The CEIBS Case Center plans to hold more workshops in 2017, and will take feedback from participants in this year’s workshops into account when developing the curriculum in order to enhance the experience for attendees.